• Analyse methods of determining the size and structure of markets and of segmenting particular markets. (The assignment report allows students to achieve this outcome)
• Evaluate methods of promoting sales at different product types and services and identify the interrelationship to broaden company strategies. (The assignment report and the assignment presentation allow students to achieve this outcome)
• Produce a marketing plan for a company given its resources and objectives. (The assignment report allows students to achieve this outcome)
Brief
You have been asked to develop a Marketing Plan for easyJet which must also include an example of the digital communication (mobile marketing, use of social media, on-line promotion, etc.). This plan must be based on the information provided in this assignment should also use other relevant sources of information, such as: business reports, books, websites, magazines and newspapers, among other academic sources.
You must use specific academic terms (such as segmentation criteria, marketing mix, positioning, etc.) in the assignment when appropriate. The use of references throughout the assignment is highly recommended. The use of theoretical frameworks (such as: SWOT analysis, Michael Porter's five forces, etc.) must be applied in a practical way to easyJet's situation analysis. This assignment must be divided into sections and within each section the use of numbered headings and subheadings is recommended.
Marketing Plan (100% Individual submission)
Your marketing plan should include:
a) External Analysis of the market (Macro and Micro) and Internal Analysis regarding EasyJet
b) Objectives set for easyJetc) Identification of Segmentation, key target audiences and brand positioning for EasyJet d) Marketing Mix (7 Ps) including digital communication for easyJet
The report should be no more than 3,000 words (+10%). Use of appendices to detail the analysis is recommended and summarised within the report itself. The appendices are excluded from the word count.